story. that's true of marketing a product, the business and the owner's stories. in this particular case they've taken something that is generally seen as a commodity, salt and they've actually given it a story. i would suggest they could take it farther and give where the salt's from on the history of the people and the culture of the people that mine the salt. they definitery are on the right track. >> that's interesting like what we've done with coffee. >> exactly. and even some fruits have gone that route as well. >> these guys are foodies. to be, you know, people who aren't foodies are fascinated with foodies. people who are foodies is fascinated. it's a whole world of itself and creates something romantic. what if you have a boring business. you're creating a wigt. how do you create a story around that? >> sure. i think that there are certainly several examples of companies that have taken these basic products whether it be burgers or coffees or salt in this case and have created a new experience around it. i think that there's a lot to be learned from this p

this means to tell a story. in old times they would travel and tell the stores about the events of the timeses. i need you all to stand up to learn these. excellent. take a stretch. lift our arms up high to the sky. we will start by creating trees. we will turn our arms into tree branches. our finger tips into leaves and we will sway in the breeze. when the wind picks up we will sway faster. we will make birds by taking our hands facing etch other, cross our thumbs and using our hands like bird wings. the birds are flying high above the treetops. in the forest is a river. we will lift our wrists and lower them to make water waves. very soft. you can hear the water flowing. in this river are fish. we will take the right hand over our left and use our thumbs like fish fins and let your fish swim through the water it takes a big dive. >> and growing next to the river are a bed of flowers. opening one hand onfinger at a time watching the flower petal blossoms. we will take our other hand and turn it into a butterifiy

story about a tabloid story? > rose: tt's moreshakespearean. >> perhaps. >> rose: so tell me about joyce. w did you know about her? >> i read a lot of newspapers. this was an a.p. service wire story about a woman who had cloned her -- >> rose: dog.-- pit bull named , produced five -- five clones. her name is bernand mckinney, but at the bottom of the article they mentioned she might have been involved -- she might be joyce mckinney, she might involved in a 30-year-old sex and chain story. >> rose: sex and chain?sex and . >> rose: chained to a bed?yes. and it caught my attention. i ended up making a movie about it. >> rose: were you looking for ay jumped up at you? >> i'm always looking for stories. i mean, that's nothing unusual. this story jumped out at me. i had been thinking of doing a tabloid story. that had been on my mind. one of the characters in my movie "tabloid" describes that is t perfect tablo story. i believe they'r absolutely correct. >> rose: when makes the perfect? >> in this particular case the id

this is a way to get people to focus on stories that are important to them as a community or individual or causes they are passionate about. >> just to piggyback on what she was saying, we have to rearrange the way we think about news. we might not read 5000-word stories anymore, but i know in all my other friends will read 5000 suites that have to do with one particular issue -- 5000 tweets that have to do with one particular issue. there was a case where a policeman in oakland killed a young man, and most of the reporting that came out about the issue was the road to a degree, but it had a certain perspective. the conversation was turned into where are the people from these communities? why don't they read our stories? why did they not call into our shows? there were huge questions. honestly, nobody really thought to look too deeply into it, but we noticed that these people were reading and having those conversations and getting into debt, but they were not doing it on the "chronicle" website. they were doing it on facebook. they were doing it in google groups. i cannot tell you how m

that was one of many stories this was a story that filled out filled out the majority of programming certain days so why can't they do it all why can't these networks say you know what yeah the kidnapping story sells the commercials or whatever but let's also think in some good stuff. money the bottom line is it always comes down to money you know the paradigm example i used with my students as a journalism professor was if you've got a story of a county health care budget and it's been cut and that that decision is going to affect tens of thousands if not hundreds of thousands of people in that caring. and you've got a liquor store robbery where the owner was shot. which story are you going to cover well if you say if you want to do the health care story you've got to spin dozens if not more man hours analyzing that finding out where the money went and if you come out with a story that explains why that's so important to your audience you've got to come up with pictures. as my first news director said t.v. without pictures is radio and nobody listens to the radio. but if you do the

every place in the desert is a story. every place is a passage way. it's really hard to walk very far in the desert for me because there are so many stories that start opening up and lead you from place to place and place and soon you start picking up the patterns of wind, of rain. you pick up the patterns of people who were there before you because, out there, things seem to last forever. if you put a footprint down in certain places, that footprint will stay for 5 years, maybe even 10 years for somebody who's got a really good eye where you come walking along and you see the slightest depression in the ground and you kneel at it and you figure out that it was a person with about a size 9 foot walking across the desert 8 years before you. everything out there tells a story. that's why i'm here. because i'm looking for stories. i'm looking for these same kinds of stories that i find in the desert. i came to hear straight from grace cathedral today where i walked into the cathedral and i took off my shoes and walked on the maze that's right in the front

i was writing fiction and ran into a true story. that's been the way accidental billionaires, same thing. sitting at home. i get an e-mail, 2:00 and it's a harvard senior. he's actually from houston. he said my best friend co-founded facebook and no one has ever heard of him. i go out for a drink. always involving drinking. in walks eduardo. he's angry, furious, mark zuckerberg screwed him. he wanted to tell his story. i was in another story. it's been the weird stumbling. >> there's an an experience for you in terms for example "bringing down the house" you were part of that culture. and that's what brought you. >> yes. >> i think that most -- i want to stay with this for a minute. it's interesting what readers expect as to how it's marketed and what's it billed as. i think we have all the classic notion of the willing suspicious. your point with cleopatra or abraham lincoln is true. it is true in "bringing down the house." there were scenes helped created to make it move. there was claims by period who were not on -- who said that

and understand it, but also know how to tell a story, understand how fact work, how confirmation works, how non- fiction story telling works. that is a big challenge. we also need to develop procedures within the community of journalism in the new media that are as thoroughgoing and really comprehensive about the nature of the practice of journalism for the new media as they were in the newsroom, say, 20 years ago. >> i think one answer to the question of how we police bias, at least on line, is that online news is a conversation, right? that is one thing that is great about it. when you are talking about a piece that runs on line -- online that people can immediately start commenting about, people can start talking immediately about whatever biases they have identified, and the writer can jump in and start defending the position. that is not possible in print. i think there's a sort of built in keeping-people-honest-ness about the medium. we want to report fairly at patch, but as we are asking people to share things about themselves, we want to share something about ourselves, s

was accurate, yes, if you with a nt to write a storyn gets migraines under the care of a doctor and medicated and everything is fine, and never cause problems if you with a nt to write that story. >> the final touchdown of the space shuttle atlantis kennedy space center, ending the 30 year shuttle program and ending 50 years of america putting americans in space, leaving u.s. astronauts to hitchhike aboard russian rockets and get to the space station. rich, americans believe, according to fox news poll, that it was president kennedy that had a much more on space exploration than president obama. is the media not pressing more on what's happened to the space program. >> i don't want to be a wet blanket, but i think the space program lost its romance a long time ago and a bust that went back and forth to the space station, another kind of white elephant. no, i don't think it captures the public imagination. >> it may have lost romance, but hasn't lost his interest, military defense. military defense. >> and does captain challenge that wit

if you think about the way a story gets published, of course it's on trust. and you rely on the people that work for you to be to behave in a proper manner and you rely on the clarity of information that you were given at the time. so that is why i can be so absolute with the committee today about the interception of milly dowler's voice mail from my own personal view, again not commenting on what other people knew at the time. to really say who derives trust the whole newsroom and the whole basis of the newsroom is based on trust. for example, at the sun if trevor who is my political editor came to me with a story, i knew it could be true. i didn't need to ask which mp or which cabinet minister had leaked him the story, i just knew it to be true because of the standing that he has and his experience as a journalist. again you could say that is based on trust. but that is how it works. >> and in a statement about the milly dowler statement, from what you now know that you didn't know before do you think people are likely to be convicted of crimes? >> again tha

these are short stories, a collection of 10. based on southern stories, my stories but based on stories that i heard. they were like stories i heard. one in particular comes from my growing up. we managed our monsters. i was the founder and first president of monster watches of america. i ate 6 boxes of crinkle cereal and in the mail i received 6 glow in the dark id badges, oh yes. and i invited 5 friends to join me. the most prized possession was the monster book, you know the monster rules, you know them. module no. 10, monsters cannot come within the circle of light. if you have light, they can't come in that circle of lot. monster rule no. 7, you don't play near where monsters live. isn't that common sense? why do they have people stay in houses and it says get out? i say who wrote that? [laughter]. so in my book when the house says get out, well get out. monster no. 5 says never lie about seeing a monster. we all know they are there, those of us that are believers. you can see them just out of your sight. hear them scratchin

as a story. he might have a smoother swing but from the outside nicholai looks no different to the pampered junior players in this hyper exclusive moscow golf club but this couldn't be further from the truth nico i come alecky was an eleven year old often when he was adopted by an american family you can never say that or think his life is easy you know and basically they're the they make you feel like it's nothing you're nothing to me when i came to united states i had a lot of problems emotion that he's an incredible young man he is someone who has taken on many challenges in his life and he's always overcome then came the golf one day i just saw my desk going in a golf club in the backyard and he was a seven and i don't remember exactly but i had no idea what it was i just was a piece of metal and i asked him what it was and he told me it was golf and then he asked me to he said you want to do want to try it and i tried it and i headed straight for my first ball and he said you're playing. desp

so i think their reality is it is a very true story. he meant to have sex on moon rocks because he wanted to be like having sex on the moon. he spread among the dead and had sex on the moon. they have a problem with that theme saying he just put them under the mattress but that isn't true, she did this on purpose and so i use the facts but i tell it in my style and, you know, some people like it and some people don't. >> you are saying some journalists might not like it. or to a journalist or -- >> i never saw myself as a journalist. i saw myself in the entertainment business and i only stumbled into true stories. i always hated nonfiction and grew up watching really bad television and i was a fan of pop culture and movies and the nine entities and 90 kids in a bar and i was hanging out in a bar in boston called crossroads which if any of you go there it is an mit dive bar. [applause] there you go. i like that. if you can imagine an mit by far is a bunch of geeky guice -- i'm sorry, i am a geeky guy, too. [laughter] these guys have all t

that was a story we couldn't write, but i thought the future prime minister should know that. clegg and gordon brown should know that. i got a message to camera's office via my deputy to that effect. we know it got to his chief of staff. but his chief of staff didn't think that was worth passing on. >> did that put you in perhaps the uncomfortable position of offering advice to david cameron and other politicians about who they should or should not hire? >> it wasn't advice. he was free to do what he wanted. i went to see gordon brown and e-mailed nick clegg. i was doing it's cally with all the parties. i just thought particularly as this was a story that was being ignored, i thought people ought to know there was going to be a story at some point that everybody would be writing. haven't we seen that this week? just because we couldn't write it and blow it open then didn't mean that there wasn't serious mud coming down the slipway. >> you caused a huge stir at "the guardian" when you reported roughly a week ago that former prime minister gordon brown, that his family medical r

this is a way to get people to focus on stories that are important to them as a community or individual or causes they are passionate about. >> just to piggyback on what she was saying, we have to rearrange the way we think about news. we might not read 5000-word stories anymore, but i know in all my other friends will read 5000 suites that have to do with one particular issue -- 5000 tweets that have to do with one particular issue. there was a case where a policeman in oakland killed a young man, and most of the reporting that came out about the issue

but in a story of this type it's understandable. nd and off the record is a daily existence. you understand how to maneuver around that and still get certainty. >> you not only have the odd culture of congress, but this unusual history of david wu. we can put up a picture of him in the famous tiger suit. this was a halloween costume he e. mailed out to colleagues. you gave the congressman four days to comment while you were in the final stages of the story. he declined. what was the trigger? why did you decide to go ahead? >> because while we were approaching him and trying to get some reaction from either him or his staff, at the same time we were developing other information and sources, and at each step getting closer to the certainty we needed. and at that point i sent a note saying yes or no, we're publishing because i play straight and they knew that we were close, and they still declined to comment. >> steve engelberg, in the past you've refused to investigate sexual allegations involving politicians. at "the oregonian" you wr

story? would that happen? >> i can't remember an occasion where a prime minister asked us to not run a story. >> that's not a politicians general that would happen? >> no. i would say that i can remember many occasions when a cabinet minister or politician or a prime minister was very unhappy at the stories we were running. not that they pled directly for it not to run. as long as the story was true and accurate or was part of our campaign, are then there's no reason for a prime minister -- i mean, that's exactly why we have a free press. the. >> this is my final question. there's a feeling that in some way that you had a close relationship with the prime minister. the current prime minister. i think the allegation goes, it seems to me that it's no different than your relationship with the prime minister but just for the benefit of what people may perceive that you had a close relationship with the prime minister. that was helpful to him and certainly news international was helpful to him politically. but in return what news corporation was hoping for, whether that would in some way grease the wheels to the takeover. is

it's a true story and something that still exists now. ns god watches over -- this piece a girlfriend her boyfriend goes to war and she says, i was lucking to be in love for a little while. i had love and everything i could ever want and now he's off at war and i'm alone. and i don't know what will happen after this. will he kill another mother's child. will i have to live with that? god watch over my belove ed and all the mother's sons. [music]

story. but mostly as a great american story. >> it is a great american story. dan, thank you. and mark? >> my father said to me one day, my high school and college used me, the pros sold me, i was a basketball slave. and i'm sure there's a lot of athletes out here that after they've gone through the gamut and see where they ended up, they look back on their life and see a lot of similarities. the book not only talks about the harlem globetrotters, my father, but going through a struggle and being part of an international team that everyone knows about. and ending up, as a matter of fact, one of the other quotes that said basketball is a game of life. and god is the referee. that's how he looked at life. of on it this, i must say this. most the stories about the heroesing suffered some kind of alcoholism, drug problem, or something like that. my father wasn't that way. he raised six kids. we all stress education. >> you are a testament for that. thanks, mark. let's hear it for the panel. thank you for being here. thank you for your excellent question. i apologize for what i had to cut off

did a study based on the baltimore market half the stories were from video news clips press releases from from government about a third from corporations and then there was a sliver a sliver that reporters dug up on their own so what does that tell you i mean we are in a propaganda society we're in a market society or marketing society they are the princes and princesses of marketing not journalists and that's all but that's what newspapers that's what you know television stations that's what they prioritize writing lies that they can do this on the cheap if they see this article. stories or videos the canal where they don't have investigative units anymore but i'm just wondering so now if everybody is involved in some form of spin everybody is telling you their side of the story then you really can find both sides of the story usually i guess it just evolved or involves a lot more work on the part of the reader or the audience that you actually have to actively seek out you do and that's there and is the problem because we are bombarded constantly you know you can make an argument th

and we're doing a story on adults who try to meet teens online. what's that? >> kelly makes a run for it with the police in hot pursuit. but he doesn't get far. >> what are you doing -- >> i'm trying to get my -- >> let go of the keys. >> they're my keys. >> let go of the keys! >> all right, all right. fine. >> stop resisting. >> i'm not resisting. >> kelly finally stops struggling and is brought back to the police station, read his rights and questioned by an investigator. >> my first question to you, sir, is why are you here? >> i was going to have dinner and maybe go to a movie with a young lady. >> kelly, who says his wife is away on a business trip, denies he was coming for sex. even when the investigator points out that police found condoms in his jacket pocket. >> they found three condoms in your pocket. >> i always carry condoms with me. >> you always carry three condoms in your pocket? >> well, actually, they've been there for quite a while -- >> i mean, i'm single. i'm not married. and i don't carry condoms around. >> okay. >> later, kelly pleaded not

[laughter] a story called terminals. in the last moment of his life, time slowed and slowed to a halt. no longer pressed as he has been in youth he strolled the youth on foot and thought over every thought. love and war and stars he grabbed the meaning of it all as a whole. he yearned to share what he knew. though that lived on and might have learned moved to a future where his still voice would not be heard. thank you. [applause] >> hello. i'm going to read a scene from draining the sea coming out in march. it takes place in guatemala during the 80's. this is a scene from the polytechnic the tick cal school where they would take the disappeared. emanuel for the americas. we are inside the basement of the polytechnic and i'm admiring the bone is thattedose that your heal bone makes in the sunlight in the palms of my hand in my mind. when you come to my bed your hands and breath is sweet and we can love like this for hours. i can find christ in your body. this too must be constructed and killed bike on television with pain

tell us a little story. >> alanine comes to california. it's really his country. he'd been a dominican pastor and then he ends up being a bishop to monterey and then he moves the bishop diocese up here to san francisco. this is where the action was in 1853. we have stories from the sisters of the holy family. he founded them. they just celebrated 100 years on that corner. 1914 right after the earthquake. 1911 was this time it was built up. alameda was -- he's out on awards and buggy in the east bay or something and the horse or donkey, whatever it was, wouldn't move. he gets out to push the horse, the horse takes off, and there is the archbishop stuck out in the middle of nowhere. i don't know what the current art bishop would do if a car died. he'd get on his cell phone and call for help. but he's out there in the middle of the country. >> and you said he lived almost in squalor. >> he was a dominican. we also have stories that he lived at the cathedral there on grant and old state marry. he had an apartment up on the corner lot. the stories are that when things g